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Session at the 2013 Talent Connect LinkedIn Conference
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Ann Barrett @annzaliebarrett Director, eRecruitment & Social Media Strategy
Why Recruiting Leaders Should Learn to Love Data
Building Metrics
Data
Metrics
Analysis
Data: Raw data points from a variety of sources Metrics: What and who are we measuring? Analysis: What are the metrics telling us?
2012 Opportunities
Sourcing • Tracked staffing agency spend consistently in ATS • Shift to a pro-actively recruitment model • Expand sourcing to social media channels (e.g. LinkedIn,
Facebook, Twitter, etc.)
Branding • Update our branding images • Market employment branding messages
Metrics • Set expectations with Recruiters on what channels we wanted
them to use to ensure channels were being used effectively • Measure Recruiter performance using our new strategy • Evaluate yield, spend and ROI of our sourcing channels
Using Metrics to Measure ROI
Our goal was to consolidate our recruitment efforts through LinkedIn as our primary sourcing channel.
ROI was measured in a number of different ways: Engagement Branding Recruitment Operations: Recruiter Performance Recruitment Operational Results
Choosing What to Measure
Our Dashboard
Engagement: Followers, In Mail acceptance, views
Branding: Reach, Number of employees, shares
Operations: #Hires, CPH, #applications, #searches, #InMails
To understand the true impact of social recruiting, we had to include new measures to give us the big picture.
Traditional measures in a changing recruitment landscape would only tell part of the story.
Measuring Engagement & Branding
Takeaway: Consider including the following measures to see the bigger picture
Engagement: Followers, In Mail acceptance rate
Branding: Reach, shares
Candidates want to get to know your company so they can form an option.
Building Followers Through Engagement
As we began 2012, we focused on engagement through our LinkedIn company and careers pages.
Promoting our employment brand and posting regular company updates helped to foster engagement and build relationships.
ROI Increased number of followers by 46%. Cost $0.
0
5,000
10,000
15,000
20,000
25,000
30,000
Q1 Q2 Q3 Q4
Number of Sun Life Followers on LinkedIn 2012 Takeaway: Use your company pages as way to build brand awareness
Creating Candidate Pipelines via Manager Engagement
Recruiters started to imbed discussions about social media into their intake conversations.
Managers now had an active way to participate in the recruitment process by cross promoting opportunities and identifying people in their network on LinkedIn.
ROI Increase if 330% in LinkedIn application volume in 2012.
Takeaway: Encourage Managers and employees to use LinkedIn to identify potential candidates.
Q1 Q2 Q3 Q4
# of LinkedIn Applicants
Measuring Brand Effectiveness
Our LinkedIn career pages promoted our regional content and built brand consistency.
Recruiters acted as front line brand ambassadors.
Employees acted as secondary brand ambassadors. They provided insight into our environment and people.
ROI Over 600K+ Work with Us Ad impressions; cost worked out to 4₵ per impression.
Takeaway: Develop a LinkedIn Profile Standard for Recruiters to build a consistent look and feel.
Recruiter Operational Metrics
We had to ensure our Recruiters were also committed to using the tools we invested in:
Identified metrics to hold Recruiters accountable to.
Communicated metrics and guidelines around what will be measured and how and frequently they would be measured
Build transparency by communicating results. Address those who are not performing and reward those who exceed.
Takeaway: Set expectations on Recruiter performance and hold them accountable for their results.
Recruitment Operations Metrics
$0
$200
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$1,000
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$1,400
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$1,800
2012 LI Cost per Hire by Recruiter Canada
Q1 Q2 Q3 Q4
# of SearchesPerformed
# of InMails Sent
LinkedIn Sourcing LinkedIn Sourcing
• Setting expectations on tool usage and imbedding them into performance measures helped to increase our yield.
• Our lowest cost per hire (Recruiter Seat) on LinkedIn was $104/hire. Cheaper than any paid advertising or Staffing Agency.
Analysis
• Understanding our source channel performance provided us with the tangible data to adjust our sourcing strategy and dollar spend in 2013.
• ROI Reduced tangible sourcing dollar spend by 25%.
• Takeaway: Analyze data to understand trends. Make decisions based on trending.
Thank You
Questions?